Social Media Marketing in Higher Education

This book explores the critical role of social media in enhancing admissions performance for Higher Education Institutions (HEIs). Facing increasing competition, HEIs must balance costs and revenues while attracting the right student cohorts, making social media a vital tool for communication, branding, and enrollment strategies. The study examines three dimensions of social media use-dialogue, knowledge sharing, and broadcasting-and their impact on admissions. With a focus on practices in India and globally, the book highlights how HEIs can strategically leverage social media to reshape branding, foster student engagement, and ensure consistent admissions. It introduces a multi-dimensional framework for social media-driven communications, emphasizing its role in fostering effective information exchange and enrollment momentum. This book is a valuable resource for educators and professionals seeking to align technology with organizational goals in the competitive higher education landscape.